Open AccessPENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PASTA GIGI PEPSODENT DI KECAMATAN BANJARMASIN BARAT
Author(s) -
Zenni Ariantini,
Erni Alfisah,
Muthia Harnida
Publication year - 2018
Publication title -
al-ulum
Language(s) - English
Resource type - Journals
ISSN - 2476-9576
DOI - 10.31602/alsh.v4i1.1460
Subject(s) - promotion (chess) , product (mathematics) , purchasing , marketing mix , business , purchasing decision , product mix , marketing , distribution (mathematics) , marketing strategy , business administration , advertising , mathematics , engineering , political science , industrial engineering , mathematical analysis , geometry , politics , law
The aim of this research is to investigate the effect of mix marketing which consists of product, price, distribution, and promotion on the purchace of Pepsodent product at the district of West Banjarmasin.This research is a survey using 100 people as respondents. The data is analyzed using multiple regression analysis. The result of this research indicated that the mix marketing of product, distribution, and promotion statistically have significant effect on purchacing the pepsodent product at the district of west Banjarmasin. But, the price in the result of this research statistically could not give the evidence of its effect on purchasing the pepsodent product for the consumers at the district West Banjarmasin . Key words: Mix marketing, price, product, promotion, purchasing